This case study describes how Heinz used a bold New York City campaign to reinforce the idea that no substitute can match its ketchup. Digital out-of-home placements dominated subway environments and featured restaurants caught serving other products in Heinz bottles, supported by the line, “Even when it isn’t Heinz, it has to be Heinz.” The creative approach sparked hundreds of consumer stories about similar experiences and generated 92% positive sentiment. Social engagement exceeded the benchmark by 128 times, demonstrating strong cultural relevance and audience participation. The campaign also helped Heinz secure 33 new accounts, including the return of Boston’s Fenway Park, and contributed to an 8% year-over-year increase in sales, connecting distinctive creative execution with commerc

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